1. Campbell’s
BY: ABBYHERBER

2. History/Understanding
 Campbell’s was founded
in 1869 and continues to
thrive in business today
selling products in over
120 countries.
 They grew from simple
soups to specialized
soups while picking up
brands like Pepperidge
Farm, V8, Prego and
many more.

3. Campbell’s Kitchen Proposal
 Campbell’s Kitchen is an extension site from
Campbell’s that gives recipes, quick snack ideas,
healthy meal ideas and much more.
 Campbell’s need to push this site more than they
already are to create more awareness domestically
and internationally.
 This branch of the business can create success in
combining all brands Campbell’s currently holds
through social media outlets and mobile marketing.

4. Target Market
 Target Market:
 Males and Females 30-55
 Families with kids
 Stay at home Moms
 Constantly in need of
quick meal ideas
 Target in grocery stores

5. Social Media
 Pinterest
 Perfect for Campbell’s
Kitchen
 Can upload pictures
 Recipes are a huge success
with Pinterest
 How-to’s
 Google AdWords campaign
 YouTube channel
 Facebook and Twitter
 Already effective
 Respond to friends/followers
better

6. Mobile Marketing
 Create an SMS texting
program
 Ex.) Take a picture of your
Campbell’s meal and get put
in a drawing
 Currently have an amazing
FREE app for Campbell’s
Kitchen
 Need to include a section
that will tell consumers
recipes with ingredients they
already have.
 Advertise app in grocery
stores to gain awareness.

7. Combining all of the social media…
 By targeting such a large group of people, Campbell’s has the opportunity
to advertise in such a variety of ways that will be successful.
 With Campbellskitchen.com, Pinterest, Facebook, YouTube, Twitter and
Google AdWords, everything can be connected. There can be click through
links on each site to encourage more explorations of each site.
 A YouTube channel can be used to show people how to make certain
recipes and quick how-to crafty ideas with food.
 A texting program can be easily implemented and will also help create
awareness of the app.
 Campbell’s can text people weekly about specials and remind the to download the app.
 They can also have people text them for feedback/to enter into drawings.
 Gaining awareness of the app can easily be done on each of the site listed
above but also through traditional advertising.
 Grocery stores will help most with advertising the app because that’s when people are most
thinking about food/shopping.

8. Measuring Success
 Success is so easily measured now with social media
because it has become so convenient to calculate
followers.
 Campbell’s can effectively measure their success with
the Google AdWords campaign using Google
Analytics.
 The app downloads are also easily measured and the
SMS program can be measured by if people are
responding and product sales are increasing.

9. Budget and Timeline
Budget Timeline
 $1.2 million  Thanksgiving and
 Help maintain all social Christmas
media profiles and a  These times will be vital
create Google AdWords because more family dinners
campaign ($750,000) are cooked near the holidays
 Help launch a SMS  August and September
program ($200,000) will launch the campaign
 Help gain awareness  This is because kids are
through traditional getting back to school and
advertising for more app schedules are getting back to
downloads ($250,000) normal after a busy summer

10. Thank You!!